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Morgan Stanley Internet Advertising Trends Nov 2008
Morgan Stanley Internet Advertising Trends Nov 2008
Morgan Stanley Internet Advertising Trends Nov 2008
Morgan Stanley Internet Advertising Trends Nov 2008
Morgan Stanley Internet Advertising Trends Nov 2008
Morgan Stanley Internet Advertising Trends Nov 2008
Morgan Stanley Internet Advertising Trends Nov 2008
Morgan Stanley Internet Advertising Trends Nov 2008
Morgan Stanley Internet Advertising Trends Nov 2008
Morgan Stanley Internet Advertising Trends Nov 2008
Morgan Stanley Internet Advertising Trends Nov 2008
Morgan Stanley Internet Advertising Trends Nov 2008
Morgan Stanley Internet Advertising Trends Nov 2008
Morgan Stanley Internet Advertising Trends Nov 2008
Morgan Stanley Internet Advertising Trends Nov 2008
Morgan Stanley Internet Advertising Trends Nov 2008
Morgan Stanley Internet Advertising Trends Nov 2008
Morgan Stanley Internet Advertising Trends Nov 2008
Morgan Stanley Internet Advertising Trends Nov 2008
Morgan Stanley Internet Advertising Trends Nov 2008
Morgan Stanley Internet Advertising Trends Nov 2008
Morgan Stanley Internet Advertising Trends Nov 2008
Morgan Stanley Internet Advertising Trends Nov 2008
Morgan Stanley Internet Advertising Trends Nov 2008
Morgan Stanley Internet Advertising Trends Nov 2008
Morgan Stanley Internet Advertising Trends Nov 2008
Morgan Stanley Internet Advertising Trends Nov 2008
Morgan Stanley Internet Advertising Trends Nov 2008
Morgan Stanley Internet Advertising Trends Nov 2008
Morgan Stanley Internet Advertising Trends Nov 2008
Morgan Stanley Internet Advertising Trends Nov 2008
Morgan Stanley Internet Advertising Trends Nov 2008
Morgan Stanley Internet Advertising Trends Nov 2008
Morgan Stanley Internet Advertising Trends Nov 2008
Morgan Stanley Internet Advertising Trends Nov 2008
Morgan Stanley Internet Advertising Trends Nov 2008
Morgan Stanley Internet Advertising Trends Nov 2008
Morgan Stanley Internet Advertising Trends Nov 2008
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Morgan Stanley Internet Advertising Trends Nov 2008

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  • 1. Internet Advertising Trends November 3, 2008 ad:tech – New York mary.meeker@ms.com / david.joseph@ms.com www.morganstanley.com/institutional/techresearch Morgan Stanley does and seeks to do business with companies covered in Morgan Stanley Research. As a result, investors should be aware that the firm may have a conflict of interest that could affect the objectivity of Morgan Stanley Research. Investors should consider Morgan Stanley Research as only a single factor in making their investment decision. Customers of Morgan Stanley in the US can receive independent, third-party research on companies covered in Morgan Stanley Research, at no cost to them, where such research is available. Customers can access this independent research at www.morganstanley.com/equityresearch or can call 1-800-624-2063 to request a copy of this research. For analyst certification and other important disclosures, refer to the Disclosure Section, located at the end of this report.
  • 2. Internet Advertising Discussion Thoughts • Difficult near-term outlook 1) Economic slowdown with decades of build up 2) Ad spending highly correlated with GDP Growth 3) Rapid inventory growth + CPM pressure 4) Monetization tools under-developed for high growth video / social networking / VoIP / mobile Internet • Good news 1) Internet usage growth remains strong 2) Search share gains remain relatively robust 3) Performance-based advertising seeing success • Net 1) There’s bad news, there’s good news… 2
  • 3. Specific Proposed Questions • M&A - Active or Dormant? • VC Investments: Continue or Dry Up? • Online Ad Spending - Up or Down? • Search vs. Display Trends? • Will Online Ad ‘Flight to Quality’ to Top 10 Sites Continue? • Ad Networks - Consolidation or Fragmentation? • Recession - Opportunity for New Media? 3
  • 4. Difficult Near-Term Outlook 1) Economic slowdown with decades of build up – impact? 1 year? 5 years? 4
  • 5. Roots of Economic Challenge? 10+ Years of Rising Home Ownership + Declining Interest / Savings Rates U.S. Homeownership Rates vs. Interest Rates vs. Personal Savings Rates, 1965-2008 70% June 2004: US home ownership = 73MM 20% 68% 16% U.S. Interest Rate & Personal Savings Rate U.S. Home Ownership Rate 66% January 1993: HUD began promoting broader home ownership. US home ownership = 62MM 12% 64% 8% 62% 4% 60% 58% 0% 65 67 69 71 73 75 77 79 81 83 85 87 89 91 93 95 97 99 01 03 05 07 19 19 19 19 19 19 19 19 19 19 19 19 19 19 19 19 19 19 20 20 20 20 U.S. Home Ownership Rate U.S. Interest Rate U.S. Home Ownership Rate 30-year (1965-1995) Trendline U.S. Personal Savings Rate Note: HUD is Department of Housing & Urban Development. Interest rate is the overnight federal funds rate. 5 Source: Federal Reserve, DOC Bureau of Economic Analysis (BEA), Morgan Stanley Research.
  • 6. 10 Years of Rising Home Prices – Up ~2x U.S. Real Home Price & Building Cost Indexes, % Change 1965 - 2007 90% 80% 70% 60% % Change From 1965 Level 50% 40% 30% 20% 10% 0% -10% 1965 1968 1971 1974 1977 1980 1983 1986 1989 1992 1995 1998 2001 2004 2007 U.S. Real Home Price Index U.S. Real Building Cost Index Note: Real home prices & building costs are adjusted for inflation; Source: Robert Shiller. 6
  • 7. USA Total Debt = Up ~2x Over 30 Years to 3x GDP Foreign Ownership Ramped to ~60% US Treasuries – Helped Pace ‘Easy Money’ + Leverage 300% 70% Foreign Ownership of U.S. Treasuries, % of 275% 60% 250% U.S. Total Debt, % of GDP 50% Total Market Cap 225% 40% 200% 30% 175% 20% 150% 125% 10% 100% 0% 1965 1970 1975 1980 1985 1990 1995 2000 2005 U.S. Total Debt, % of GDP Foreign Ownership of US Treasuries, % of Total Market Capitalization Source: Bridgewater, total debt include both public and private debt, US government debt = ~65% GDP, Morgan Stanley Research 7
  • 8. -0.3% Q/Q US GDP Growth in CQ3 / Consumer Spending Fell 3.1% Biggest Q/Q Decline Since 1980 – October < September < August < July U.S. Real GDP vs. Real Personal Consumption Expenditures (PCE) Q/Q % Change, 2005-2008 6% 5% 4% 3% Q/Q Growth Rates 2% 1% 0% CQ1:05 CQ3:05 CQ1:06 CQ3:06 CQ1:07 CQ3:07 CQ1:08 CQ3:08 -1% -2% -3% U.S. Real GDP Q/Q Growth U.S. Real PCE Q/Q Growth Note, Real GDP and real PCE are inflation-adjusted, Real PCE is seasonally adjusted. CQ3:08 data is “advanced,” may differ from final reported #s. 8 Source: BEA, Morgan Stanley Research.
  • 9. Stock Market = Leading Indicator of Economic Growth China off 71% vs. 12-Month Peak, Russia -67% / Japan -50% / Oil -53% / S&P500 -36% 600 2006 2007 2008 500 Indexed Value (base = 100) 400 300 200 100 0 10/05 1/06 4/06 7/06 10/06 1/07 4/07 7/07 10/07 1/08 4/08 7/08 10/08 S&P 500 NASDAQ Composite Index China Shanghai SE Composite India SENSEX Russia RTS Light Crude Oil - Continuous Contract Gold - Continuous Contract Japan Nikkei 225 Note: all indices start at a value of 100 on 10/31/05; data as of 10/31/08; Source: FactSet 9
  • 10. Difficult Near-Term Outlook 2) Ad spending tied to GDP growth 10
  • 11. Advertising Spending & GDP Growth = High Correlation of 81% U.S. Advertising Spending Y/Y Growth vs. Real GDP Y/Y Growth, 1986 – 2007 20% 15% U.S. Ad Spend vs. GDP, Y/Y Growth 10% Median Y/Y Ad Spend Growth Rate = 5% 5% 0% 1986 1988 1990 1992 1994 1996 1998 2000 2002 2004 2006 -5% 1991 Ad Growth = -2% 2001 Ad Growth = -12% -10% U.S. Real GDP Y/Y Growth U.S. Ad Spend Y/Y Growth Source: Zenith Optimedia, IMF, Morgan Stanley Research. 11
  • 12. Simple Regression Analysis: 1) Ad spend growth 3x sensitivity of real GDP growth 2) If GDP flat (current MS forecast), ad spend could decline ~4% Y/Y U.S. Advertising Spending vs. Real GDP y = 3.0263x – 0.0394 20% 1986 – 2007 R2 = 0.6553 y – ad spend growth x – real GDP growth 15% Ad Spend Y/Y Growth If real GDP Ad spend Y/Y growth Y/Y growth 10% is… could be… 5% 11% 4 8 5% 3 5 2 2 1 -1 0% 0 -4 -1% 0% 1% 2% 3% 4% 5% -1 -7 -2 -10 -5% -3 -13 Real GDP Y/Y Growth -4 -16 -5 -19 -10% U.S. Ad Spend vs. Real GDP Y/Y Growth Linear Regression Line (y = 3.0263x - 0.0394 R^2 = 0.6553) Note: R2 of 0.655 indicates that correlation is not perfect (n=22), and correlation does not equal causation. Source: Zenith Optimedia, IMF, Morgan Stanley Research. 12
  • 13. …Difficult Near-Term Outlook… 2) Rapid inventory growth + CPM pressure 13
  • 14. Portals Continue To Lose Relative Traffic to Video / Social Networks • Yahoo! + MSN = 5% of global minutes in 9/08 vs. 11% in 6/06 • YouTube + Facebook = 5% in 9/08 vs. 0% in 6/06 Global Minute Share 7% 6% % Share of Global Minutes 5% 4% 3% 2% 1% 0% 6/06 9/06 12/06 3/07 6/07 9/07 12/07 3/08 6/08 9/08 Yahoo.com Msn.com YouTube.com Facebook.com Google.com Source: ComScore Global 9/08, Morgan Stanley Research. 14
  • 15. Supply > Demand – Ad Impressions Growing Rapidly…CPMs Declining U.S. Banner Ad Impressions & CPM, U.S. Rich Media Impressions & CPM, 2005-2007 2005-2007 1,000,000 $3.50 35,000 $40 900,000 $35 $3.00 30,000 800,000 $30 700,000 $2.50 25,000 Impressions (MM) Impressions (MM) $25 600,000 20,000 $2.00 CPM CPM 500,000 $20 $1.50 15,000 400,000 $15 300,000 $1.00 10,000 $10 200,000 $0.50 5,000 $5 100,000 0 $0.00 0 $0 05 05 06 06 07 07 05 05 06 06 07 07 3/ 9/ 3/ 9/ 3/ 9/ 3/ 9/ 3/ 9/ 3/ 9/ Banner Ads Impressions Banner Ads CPM Rich Media Impressions Rich Media CPM Source: Internet Advertising Bureau (IAB), Nielsen NetRatings, Morgan Stanley Research. 15
  • 16. CPMs – Search vs. Banner vs. Rich Media $40 2005-2008E CAGR $34 $31 Search vs. Display Effective CPM $30 8% $30 $28 $25 $26 $22 $20 $18 -19% $10 $3 $2 $2 $1 -19% $0 2005 2006 2007 2008E Search Banner Ads Rich Media Note: (1) Search effectiveness here measured by dividing the total search advertising revenue by total search ads impressions (000); (2) Banner Ad / Rich Media CPM calculated as total banner / rich media advertising revenue divided by total impressions (000). These metrics are not directly comparable to “Ad Revenue per 1,000 Page Views” data presented in slide 21, since many pages do not have ads (thus pvs >> impressions). Source: Morgan Stanley Research 16
  • 17. …Difficult Near-Term Outlook 3) Monetization tools under-developed for high-growth video / social networking / VoIP / mobile Internet 17
  • 18. Video + Social Networking + VoIP + Payments – Undermonetization Creates Arbitrage / Innovation Opportunity Users Y/Y Growth Comments #3 site in global minutes; 5B views of online video in the US (Americans watched a total of 12.6B videos / 591MM hours online in 9/08); 329MM(1) +52% #2 global search engine – search queries on YouTube reached 9.2B in 8/08 (+123% Y/Y), surpassing Yahoo! sites with 8.5B searches (+2% Y/Y).(1,2,3,6) #5 site in global minutes; 120MM+ active users; 50%+ users outside of college; 24K+ 161MM(1) +119% applications + 95% of Facebook members have used at least one(1,4) If ‘carrier’ then #2 behind China Mobile; $1.55 annualized revenue per registered user (-3% 370MM(5) +51% Y/Y); 2.2B Skype Out minutes (+54% Y/Y); 16.0B Skype-to-Skype minutes (+63% Y/Y)(5) $15B total payment volume (TPV), +28% Y/Y, higher than eBay’s global gross merchandise 65MM(5) +19% volume; Off-eBay payment volume +49% Y/Y to 51% of TPV(5) Source: (1) comScore global 9/08; (2) comScore Video Metrix 8/08; (3) YouTube; (4) Facebook; (5) eBay CQ3, (6) comScore qSearch, 8/08. Morgan Stanley Research. 18
  • 19. Good News… 1) Internet usage growth remains strong 19
  • 20. Broadband + Mobile + Internet Users = Especially High Global Growth 2002 Y/Y 2007 Y/Y Global 2007 Net Category Growth Rate Growth Rate Market Size Additions Broadband Subscribers 78% 23% 349MM 64MM Mobile Subscribers 20 20 3,319MM 563MM (1) Internet Users 26 16 1,352MM 182MM (2) Financial Cards 12 11 8,016MM 804MM Installed PCs 12 8 900MM 66MM Cable / Satellite TV Subscriptions 8 6 761MM 40MM GDP per Capita 2 3 22K 1K Population 2 1 6,501MM 77MM Telephone Lines 5 -0 1,277MM -4MM (1) Include mobile Internet users, based on ITU’s compilation of country reports, surveys and estimates; (2) Includes credit / debit / ATM / charge cards in circulation; Source: Morgan Stanley Research 20
  • 21. # of Internet Users – Top 10 Emerging Markets > Top 10 Developed Markets in 2008 Top 10 Emerging Markets vs. Top 10 Developed Markets – Internet Users 700 80% 600 70% 60% Internet Users (MM) 500 Y/Y Growth 50% 400 40% 300 30% 200 20% 100 10% 0 0% 2001 2002 2003 2004 2005 2006 2007 2008E Top 10 Emerging Markets Top 10 Developed Markets Top 10 EM Y/Y Growth Top 10 DM Y/Y Growth Note: Emerging / developed markets as defined by IMF; Top 10 chosen based on largest GDP. Top 10 emerging markets: China, India, Russia, Brazil, Mexico, Turkey, Indonesia, Iran, Poland, and Saudi Arabia; Top 10 developed markets: U.S., Japan, Germany, U.K., France, Italy, Spain, Canada, South Korea, and Australia; Source: IMF, ITU, Morgan Stanley Research. 21
  • 22. Internet User Growth Especially High Outside USA – China / Brazil / Pakistan / Columbia / India / Iran / Russia 2007 Net Added 2007 Internet Users 2007 Penetration Rank Country (000's) Growth Growth 1 China 73,000 53% 5% 2 United States 9,800 5 3 3 Brazil 7,400 17 4 4 Pakistan 5,500 46 3 5 Colombia 5,395 80 11 6 India 5,000 7 0 7 Iran 5,000 28 7 8 Russia 4,311 17 3 9 Germany 3,900 10 5 10 France 3,553 12 6 11 Vietnam 3,188 22 3 12 Canada 3,000 12 8 13 Egypt 2,620 44 3 14 Indonesia 2,424 23 1 15 United Kingdom 2,400 6 4 16 Mexico 2,248 11 2 17 Thailand 2,003 18 3 18 Nigeria 2,000 25 1 19 Poland 1,915 14 5 20 Venezuela 1,580 38 5 Note: Penetration is per person. Source: ITU, Morgan Stanley Research 22
  • 23. …Good News… 2) Search share gains remain relatively robust – at margin, e-commerce + search should gain share in difficult economy – efficiency greases skids for consumers to find what they are looking for 23
  • 24. Search – Increasingly Valuable Customer Acquisition Tool % of New Online Customers for Online Retailers / Marketing Spend Mix 40% % Customers acquired from source 35% 30% 30% 27% 20% 18% 13% 11% 9% 10% 7% 6% 7% 6% 5% 4% 4% 3% 4% 4% 2% 2% 2% 1% 1% 1% N/A N/A N/A 0% es g ls s ts es g ls c s s s s ne tin sin ffi m ad ea ea ke lis og sit sit tra ra ke gi ta ld rti ld al g er eb og en ng in ps ar ve at ic ta rta nn rW ct pr ki C m an ee ad or on Ba po pe or te lp ne rg Sw he ris w e os ia ew O na in gi et pa ot fil pr ffl en ln N itio Af m on O o cia co ch lt ad n ai So ar tio Tr ng Em Se ra pi st op gi Sh re o- C 2006 2007 Source: The State of Retailing Online 2007 / 2008 (Forrester Research), comScore global 7/08, Morgan Stanley Research 24
  • 25. Amazon.com’s Recommendation Engine = Web’s Most Search Engine + Advertiser? Amazon.com search + recommendation engine: Leveraging data New formats: Kindle What Amazon recommends What other customers are buying What other customers are thinking What other customers are saying Source: Amazon.com, Google 25
  • 26. Amazon.com’s High Customer Satisfaction = E-Commerce Share Gains + Impressive Metrics Amazon.com vs. US Retail Amazon.com 45% (1) E-Commerce Sales Key Operating Metrics 40% CQ4:07 CQ1:08 CQ2:08 CQ3:08 35% Revenue $5,673 $4,135 $4,063 $4,264 30% Y/Y Growth 42% 37% 41% 31% Y/Y Growth 25% Active Customers 76 79 82 85 ~27ppts 20% Y/Y Growth 19% 19% 18% 17% TTM Revenue per $195 $202 $210 $215 15% Active Customer Y/Y Growth 17% 17% 19% 18% 10% Total Units 241 196 190 203 5% Y/Y Growth 33% 31% 32% 30% 0% (All metrics in MMs, except for TTM Revenue per Active Customer) CQ2:02 CQ2:03 CQ2:04 CQ2:05 CQ2:06 CQ2:07 CQ2:08 US Adjusted Retail E-Commerce Sales Amazon.com North America Revenue US Total Retail Sales (1) Adjusted for eBay by adding eBay US gross merchandise volume and subtracting eBay US transaction revenue; Source: Amazon.com (CQ2:08), US Dept. of Commerce (CQ2:08), Morgan Stanley Research 26
  • 27. Search = Dramatic Share Gains of Online Ad Spending U.S. Internet Advertising Mix 100% 14% 7% 12% U.S. Internet Ad Spend % Mix 80% 15% 10% 9% 60% 20% 40% 47% 52% 20% 15% 0% 2002 2003 2004 2005 2006 2007 Search Advertising Banner Ads Rich Media Classified Advertising E-mail and Other Source: IAB, search spending adjusted by our estimates, Morgan Stanley Research 27
  • 28. Search = Still Lots of Share to Grab U.S. Internet Search Spending vs. Ad Spending on Classified, Yellow Pages & Newspaper, 2000-2007 $80,000 $69,923 $70,348 $68,402 $70,000 $67,115 $65,146 $63,265 $61,224 $60,890 $60,000 Ad Spend ($MM) $50,000 $40,000 $30,000 $20,000 $12,282 $9,430 $10,000 $6,910 $4,113 $889 $2,133 $122 $299 $0 2000 2001 2002 2003 2004 2005 2006 2007 Internet Search Combined Classified, Yellow Pages & Newspaper Source: IAB, search spending adjusted by our estimates; Classified, Yellow Pages & Newspaper spending per MS Media team. Morgan Stanley Research. 28
  • 29. Search = CPC Trend - Up / Down / Sideways? Google Cost Per Click, 2005 - 2008 $0.60 $0.53 $0.54 $0.53 $0.51 $0.50 $0.48 $0.49 $0.46 $0.44 $0.43 $0.44 $0.44 $0.45 $0.42 $0.40 $0.41 $0.40 $0.30 $0.20 $0.10 $0.00 1Q05 3Q05 1Q06 3Q06 1Q07 3Q07 1Q08 3Q08 Search Cost Per Click Source: Google, Morgan Stanley Research 29
  • 30. …Good News… 3) Performance-based advertising seeing success – measurability more important in difficult times 30
  • 31. Performance-Based Advertising Gaining Share +20% Y/Y in CH1:08 vs. +12% for CPM-Based Revenue 60% U.S. Internet Ad Revenue Share by Pricing Model, 2000 - 2007 51% 47% % Share of Total Revenue 45% 41% 41% 37% 30% 21% 15% 12% 10% 0% 2000 2001 2002 2003 2004 2005 2006 2007 Performance CPM Hybrid Search Revenue Share Note: Performance based advertising includes search, lead-generation, among others; Hybrid pricing model includes a mix of impression-based pricing plus cost-per-click, sale, lead / straight revenue share; Source: IAB, Morgan Stanley Research 31
  • 32. Net 1) There’s bad news, there’s good news… 32
  • 33. Bad News = From 2000 to 2002, U.S. Online Ad Spending Fell 27% $25,000 U.S. Online Advertising Spending & Y/Y Growth Rates, 1996-2007 250% $21,206 200% $20,000 U.S. Online Ad Spending ($MM) $16,879 150% Y/Y Growth Rate $15,000 $12,542 100% $10,000 $9,475 $8,225 $7,134 $7,267 50% $6,009 $4,621 $5,000 0% $1,921 $907 $267 $0 -50% 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 U.S. Internet Ad Spending Y/Y Growth Rate Source: IAB, Morgan Stanley Research. 33
  • 34. Good News = Unlike 1999-2000, Less ‘Over Spending’ Vs. Trend Line However, Q/Q Pattern Looks A Bit Like Early 2001 U.S. Online Advertising Spending & Y/Y Growth Rates, CQ1:96-CQ2:08 $6,000 300% U.S. Online Spending & Search Revenue ($MM) 250% $5,000 Total U.S. Online Spend Y/Y Growth 200% $4,000 150% $3,000 100% $2,000 50% $1,000 0% $0 -50% 3/96 3/97 3/98 3/99 3/00 3/01 3/02 3/03 3/04 3/05 3/06 3/07 3/08 U.S. Online Ad Spending Spending on Search Y/Y Growth Online Ad Spend Polynomial Trendline Source: IAB, Morgan Stanley Research. 34
  • 35. Good News = Largest USA Advertisers Under Spend on Internet Only 5 of ‘Top 20’ Spenders Spent >= 8-12%(1) Industry Average 2007 2007 Total Ad Internet Ad Internet (2) Rank Company Industry Spending ($MM) Spending ($MM) % of Total 1 Procter & Gamble Consumer $5,230 $81 2% 2 AT&T Telecom 3,207 136 6 3 Verizon Telecom 3,016 189 9 4 General Motors Automotive 3,010 212 10 5 Time Warner Media 2,962 98 6 6 Ford Automotive 2,525 164 10 7 GlaxoSmithKline Healthcare 2,457 29 2 8 Johnson & Johnson Consumer 2,409 49 3 9 Walt Disney Media 2,293 141 10 10 Unilever Consumer 2,246 47 5 11 Sprint Nextel Telecom 1,903 71 5 12 General Electric Conglomerate 1,791 79 7 13 Toyota Automotive 1,758 57 5 14 Chrysler Automotive 1,739 53 5 15 Sony Technology 1,737 72 7 16 L'Oreal Consumer 1,632 12 2 17 Sears Retail 1,628 23 3 18 Kraft Foods Consumer 1,508 36 3 19 Bank of America Financial 1,491 72 18 20 Nissan Automotive 1,423 34 4 Note: (1) 8% is the average of the top 100 US ad spenders in 2007, per Ad Age. Data via TNS, which excludes search revenue. We use IAB and ZenithOptimedia data to estimate that in the U.S., online ad spend (including search) = ~12% of total ad spend; (2) Percentage of total measured advertising spending, which is smaller than the total ad spending figures provided. 35 Source: Advertising Age, “100 Leading National Advertisers” 6/08; Morgan Stanley Research
  • 36. US Internet Ad Spend $288 Per Home vs. $818 for Newspapers Implies Upside 2007 Advertising Ad Spending / Medium Spending ($B) Households (MM) Household ($) Direct Telephone $110 107 $1,032 Promotions 116 115 1,011 Newspapers 46 56 818 Classifieds 15 56 260 Direct Mail 61 114 532 Broadcast TV 44 112 390 Cable TV 27 80 327 Internet / Online 21 71 288 Radio 20 113 172 Yellow Pages 16 114 141 Outdoor 7 114 63 Total $469 $4,774 Average 47 477 Newspapers include Classifieds. Promotions ($116B) include: incentives ($30B), promotional products ($27B), point-of- purchase ($19B), specialty printing ($9B), coupons ($7B), premiums ($7B), promotional licensing ($7B), promotional fulfillment ($6B), product sampling ($2B), and in-store marketing ($2B). Households may use multiple advertising mediums. Source: PricewaterhouseCoopers, IAB, Jupiter Research, McCann-Erickson, Morgan Stanley Research 36
  • 37. Best News = History Proves That Ads Follow Eyeballs, It Just Takes Time 1996 – Morgan Stanley Global Estimates in ‘The Internet Advertising Report’ 2007 – We’re @ Internet Users: 1.35B(1) Online Ad Revenue: $41B(2) Ad Revenue per User: $30(3) Note: (1) ITU, Morgan Stanley Research estimate, comScore reports a lower number for global unique visitors due to their sampling method; (2) ZenithOptimedia; (3) Using comScore’s #s, global online ad revenue per unique user would have been ~$53; Source: ITU, ZenithOptimedia, Morgan Stanley Research. 37
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